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©IDOSR PUBLICATIONS ISSN: 2550-7958

International Digital Organization for Scientific Research IDOSRJCE92.16.202412

IDOSR JOURNAL OF COMMUNICATION AND ENGLISH 9(2) 1-6, 2024.
https://doi.org/10.59298/IDOSR/JCE/92.16.202412

Digital Dynamics: Investigating the Impact of Social

Media on Sexual Behavior
Godwin Precious Ashata
Department of Public Administration, Kampala International University Uganda

ABSTRACT
Social media has revolutionized communication, transforming how people exchange information and knowledge,
particularly among adolescents. Adolescence, a period marked by psychophysical development, emphasizes
relationships and socialization. Today, the internet and social platforms offer accessible avenues for exploring
human sexuality without traditional constraints. Adolescents use the internet to stay connected with friends and
engage in various activities, including exploring sexual content and engaging in cybersex. Unfortunately, this has
led to an alarming increase in risky sexual behavior among youths, with social media exposure playing a
significant role. This paper sheds light on the negative implications of adolescents' social media use, particularly
concerning risky sexual behavior.
Keywords: Social Media, Adolescents, Sexual Behavior, Risky Behavior, Internet Impact

INTRODUCTION
Social media refers to internet-based platforms that
facilitate the creation and sharing of user-generated
content [1]. These platforms enable users to
connect with both old and new acquaintances,
exchange ideas, share images, videos, and audio files. social media enable the creation of interactive and
Examples of social media websites include Facebook,
Twitter, Skype, and WhatsApp. Over time, social
media has evolved to incorporate various tools and
practices that were not previously envisioned,
expanding its functionalities. Students utilize social significantly increasing since 2004 [7]. Teenagers
media tools for diverse purposes such as accessing
information, engaging in group discussions, sharing
resources, and entertainment [2]. This widespread
use of social media among students has led to
discussions regarding its positive and negative
implications, both in the short and long term.
According to [1], the foundation of social media can
be traced back to the internet, where the World
Wide Web (www) initially served as a platform for
facilitating information exchange among users.
Social media platforms like Facebook, LinkedIn, and
Twitter have gained significant global attention due
to their widespread adoption. They have
revolutionized communication, collaboration, and
interaction, making these processes more efficient
[3]. The introduction of social media has
transformed how people exchange, access, and share
knowledge, fundamentally altering interpersonal
communication dynamics [4]. The advantages of
social media technologies include facilitating new
methods of interaction, collaboration, and content
creation [5]. Recognized as important tools for
reshaping the learning and educational environment,
collaborative learning environments when
integrated into e-learning tools [6]. Over the past
decade, social media have attracted a large user base,
with student involvement in social media
and students have embraced social media as a means
to interact with peers, share information, and shape
their identities, thereby enriching their social lives
[8].
Risky sexual behavior among youths is on the rise,
and social media use has been implicated as a
contributing factor due to exposure to sexual
content online [9]. Youths across the world
transmit various information, including sexual
content, through these technologies, exposing
themselves to social media content featuring
substance abuse, sexual risk, and violence. This has
sparked public discourse on whether social media
cause more harm than good to young adults,
although little is known about how individual youths
engage with such content and information [10].
Research studies have confirmed that risky sexual
behavior is associated with young people and
includes behaviors such as unprotected sex,

1
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alcoholism, substance abuse, anal sexual intercourse,
mouth-to-genital contact, and multiple sexual
partners [11, 12]. These behaviors predispose
youths to several sexual and reproductive health
problems, including sexually transmitted infections
(STIs), HIV, unwanted pregnancies, and unsafe
abortions, which are major public health issues
worldwide [13]. To prevent risky sexual behaviors
such as STIs, the World Health Organization
recommends educating people online about sexual
health, as social media represent powerful channels
for health promotion with more than 2 billion active
users worldwide [14].
Previous studies have extensively explored the use
of computer-based mediums to advocate for sexual
health but have not specifically focused on social
media [14]. However, [15] argued that mass media
has limited effects in promoting safer sexual
practices due to the prevalence of illicit sexual
content that many young adolescent users are
exposed to online. Social media has been identified as
a significant influencer of the sexual patterns and
behaviors of youths, with a common perception that
it exposes them to such illicit content. Parental
monitoring has been established as crucial to parent-
child relationships and can moderate the frequency
of social media use and subsequent sexual risk
behaviors among adolescents [9, 16, 17, 18].
Despite this, there is limited empirical evidence on
the effect of social media on sexual health behaviors
among young individuals. Therefore, this study aims
to assess the influence of social media on the sexual
health behavior of youths.
Sexual Behavior
Sexuality encompasses the quality or state of being
sexual and goes beyond the mere absence of disease,
dysfunction, or infirmity. Sexual health necessitates
a positive and respectful approach to sexuality and
sexual relationships, along with the opportunity to
have pleasurable and safe sexual experiences, free
from coercion, discrimination, and violence [19].
Key markers and indicators of sexual risk behavior
(SRB) include early sexual initiation, insufficient
contraception use, promiscuity, and sexual contact
with unfamiliar partners [20]. Behavior, as defined
by [21], refers to how someone conducts themselves
and can vary between good or bad, desirable or
undesirable. [22] highlighted that sexually explicit
media exposes young individuals to adult themes at
a formative age. Others argue that exposure to
pornographic materials and knowledge and use of
contraceptives, particularly condoms, heavily
advertised, significantly contribute to youth
involvement in sexual activities.
A study by [23] was conducted among students in a
tertiary institution to examine risky sexual
behaviors and suggest solutions to address the issue.
2
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The National Population Commission [24] reported
that 68.8% of sexually active respondents was higher
than the 48.9% reported in the 2013 Nigeria
National Demographic and Health Survey (NDHS)
for youth. This difference could be attributed to the
age bracket differences between the studies. The
NPC study included individuals aged 18 to 24, while
the NDHS focused on individuals aged 15 to 18.
Notably, only 35 (36.8%) of sexually active
respondents in the study had one sexual partner in
the past year, with the majority (63.2%) having
multiple partners, including 27.4% engaging with
six or more partners. This finding is consistent with
a study in Ilorin, Nigeria, which found that 62.3% of
tertiary students had multiple sexual partners [25].
The prevalence of multiple sexual partners among
youth may be linked to sexual experimentation and a
lack of awareness of associated negative
consequences.
Youths
The characteristics of today's youth vary depending
on factors such as upbringing, economic status, and
family connections. For instance, the millennial
generation, also known as Generation Y, refers to
individuals born between 1980 and 2000, succeeding
Generation X in terms of birth year. Millennials
exhibit a communication style that is notably open,
particularly in terms of their frequent use of social
media platforms. Technological advancements
heavily influence every aspect of their lives, and they
place a high value on money compared to previous
generations [26]. Additionally, millennials are more
receptive to political and economic concepts, making
them highly responsive to changes in their
immediate environment. Internet usage is pervasive
among this demographic, with approximately 95% of
the population accessing social networking sites like
Facebook and Twitter. Out of a total population of
256.2 million people, over half, accounting for 132.7
million individuals, are internet users. Male users
are slightly more prevalent, constituting 51.8% of all
internet users compared to 48.2% for females. The
largest percentage of internet users falls within the
age groups of 25-29 and 35-39, respectively.
Moreover, more than 106 million people utilize
social media monthly, with 85% accessing it via
mobile devices. The millennial generation, born into
the digital age characterized by widespread
cellphone and online shopping usage, comprises the
majority of internet users [27]. This tech-savvy
generation, defined by its openness and cultural
adaptability, eagerly shares their activities on social
media while actively seeking information.
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Risks of Youth Using Social Media
i. Cyberbullying and Online
Harassment
Cyberbullying refers to the deliberate use of digital
media to convey false, embarrassing, or hostile
information about another individual. It stands as
the most prevalent online risk for teenagers and
typically occurs among peers. While "online
harassment" is often used interchangeably with
cyberbullying, they represent distinct phenomena.
Current data indicate that online harassment is less
common than offline harassment, and most children
who engage in social networking sites are not at risk
of experiencing online harassment [28]. Conversely,
cyberbullying is widespread and can target any
young person online, leading to significant
psychosocial consequences such as depression,
anxiety, profound isolation, and, tragically, suicide.
ii. Sexting
Sexting refers to the act of sending, receiving, or
forwarding sexually explicit messages, photographs,
or images via cell phones, computers, or other digital
devices [29]. These images often circulate rapidly
through cell phones or the internet. While sexting is
prevalent among teenagers, a recent survey revealed
that 20% of teens have sent or posted nude or
seminude photographs or videos of themselves.
Some teens who engage in sexting have faced
serious consequences, including threats or charges of
felony child pornography. However, some states
have begun to classify such behaviors as juvenile-law
misdemeanors [30]. Additional repercussions of
sexting include school suspension for perpetrators
and emotional distress, along with accompanying
mental health issues, for victims. However, in many
cases, the sexting incident remains confined to a
small peer group or a couple and is not perceived as
distressing by those involved.
iii. Facebook Depression
Researchers have introduced a novel concept known
as "Facebook depression," characterized by the
emergence of depression symptoms in preteens and
teens who spend extensive time on social media
platforms, such as Facebook [31]. Adolescents place
significant importance on acceptance and
communication with peers, and the pervasive nature
of the online environment may contribute to the
development of depression symptoms in some
individuals. Similar to offline depression, adolescents
experiencing Facebook depression may face social
isolation and may seek assistance from risky internet
sources and blogs, potentially promoting substance
abuse, unsafe sexual practices, or aggressive/self-
destructive behaviors.
3
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iv. Privacy Concerns and the Digital
Footprint
The primary risks facing preadolescents and
adolescents in today's online environment stem from
interactions with peers, improper use of technology,
privacy concerns, oversharing of personal
information, and dissemination of false information,
as highlighted by [32]. These behaviors pose a
threat to their privacy, as internet users leave behind
a digital footprint of their online activities,
comprising a record of visited websites. This digital
footprint can have significant implications for their
future reputations. Preadolescents and adolescents,
often unaware of privacy issues, may unknowingly
post inappropriate content online, not realizing the
permanence of their actions. Consequently, their
future prospects, including job opportunities and
college acceptance, could be jeopardized by
impulsive online behavior. Furthermore,
indiscriminate internet activity makes children and
teenagers more susceptible to targeting by
marketers and fraudsters.
v. Influence of Advertisements on
Buying
Numerous social media platforms prominently
feature various types of advertisements, including
banner ads, behavior ads, and demographic-based
ads, which not only shape the purchasing behavior of
preadolescents and adolescents but also influence
their perceptions of what is considered normal. Of
particular concern are behavior ads, which utilize
data gathered from users' browsing history to target
personalized ads, aiming to influence their
purchasing decisions. This form of targeted
advertising is prevalent on social media platforms
and begins influencing children from the moment
they start engaging online [33]. To address this
issue, many online platforms have started
implementing restrictions on ads targeting children
and adolescents. It is crucial to educate parents,
children, and adolescents about the nature of
behavioral ads to foster media literacy among young
consumers, enabling them to recognize and critically
evaluate the influence of advertisements on their
behavior and decision-making.
The Influence of Social Media on Adolescent
Sexuality
Adolescence is a critical period characterized by
physical and psychological maturation, with
relationships and socialization playing central roles
[34]. During this time, teenagers navigate new
roles and experiment with their identities, facilitated
in part by the accessibility of the Internet and social
media. In Europe, many adolescents regularly access
the Internet without parental oversight, using it for
various purposes, including maintaining social
connections [35]. Some adolescents engage in
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online sexual activities (OSA), such as cybersex, as a
means of sexual exploration [36]. However, OSA
can also be considered risky behavior, potentially
leading to negative consequences [37]. Adolescents,
characterized by traits like sensation-seeking and
lack of control, may be particularly prone to risky
cybersex use due to their limited understanding of
healthy boundaries [38]. Interactions in cyberspace
often lead to accelerated intimacy and a sense of
identity that may differ from one's offline persona, a
phenomenon known as the "hyper personalization
effect" [39, 40]. While electronic media facilitate
interpersonal connections, adolescents may feel less
psychologically close to instant messaging partners
CONCLUSION
Social media has profoundly impacted the lives of
adolescents, revolutionizing communication and
interaction while shaping their perceptions and
behaviors, particularly regarding sexuality.
Adolescents utilize social media platforms for
various purposes, including accessing information,
maintaining social connections, and exploring sexual
content. However, the pervasive nature of social
media has also led to an alarming increase in risky
sexual behavior among youths, exposing them to
sexual content and promoting unhealthy sexual
practices. The negative implications of adolescents'
social media use on sexual behavior are significant,
with cyberbullying, sexting, Facebook depression,
privacy concerns, and the influence of
advertisements posing considerable risks to their
well-being. Additionally, the accessibility of sexually
explicit content and pornography online exposes
teens to material that may have enduring negative
emotional effects. Despite the challenges posed by
social media, there is limited empirical evidence on
its specific impact on sexual health behaviors among
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Media on Sexual Behavior. IDOSR JOURNAL OF COMMUNICATION AND ENGLISH 9(2) 1-6.
https://doi.org/10.59298/IDOSR/JCE/92.16.202412
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